Transforming Brands for Sustainability

Introduction

This marketing academic research paper aims to advance knowledge of the role that brands can adopt in meeting various objectives of sustainability.

The authors frame their insights around a capability framework that reflects the dynamic need to meet shifting societal expectations.

The paper highlights the need to critically research, understand, and communicate effectively to key audiences before investing in sustainability or corporate social responsibility (CSR).

The authors introduce a capability framework that reflects the dynamic need to meet shifting societal expectations:

1. Achieving a relevant brand fit of values.
2. Acquiring sensitivity to worldview beliefs.
3. Alignment of stakeholder values through collaboration.
4. The need to ensure relevant brand fit.

Paper Details

• Paper name: "Brand management and sustainability: exploring potential for the transformative power of brands"
• Authors: Ur?a Golob, Mario Burghausen, Joachim Kernstock, and Mark A. P. Davies
• Publishing year: 2022
• Journal name: Journal of Brand Management

Literature Review

The paper introduces a capabilities framework that reflects the dynamic need to meet shifting societal expectations. The four capabilities are:

1. Achieving a relevant brand fit of values: This capability involves ensuring that the brand's values align with the values of its stakeholders, including consumers and other relevant audiences. It is essential for brands to understand and respond to the changing expectations of stakeholders to maintain relevance and avoid potential negative consequences, such as consumer skepticism or backlash.
2. Acquiring sensitivity to worldview beliefs: This capability focuses on understanding and addressing the worldview beliefs of consumers and other stakeholders. By considering these beliefs in branding and communication strategies, brands can better align their messages and actions with the values and expectations of their audience, fostering trust and positive brand associations.
3. Alignment of stakeholder values through collaboration: This capability emphasizes the importance of collaboration between brands and their stakeholders to achieve a shared vision of sustainability. By working together, brands can develop and implement effective sustainability strategies that address the needs and concerns of all parties involved, ensuring that the brand's actions are in line with its values and those of its stakeholders.
4. The need to ensure relevant brand fit: This capability highlights the importance of ensuring that the brand's sustainability initiatives are relevant and meaningful to the brand and its audience. By focusing on the right sustainability issues and implementing effective strategies, brands can demonstrate their commitment to sustainability and create value for both the brand and its stakeholders.

Conclusion

These capabilities are interconnected and can influence each other.

For example, achieving a relevant brand fit of values can help brands acquire sensitivity to worldview beliefs by understanding the values and expectations of their stakeholders. Similarly, ensuring relevant brand fit can facilitate collaboration with stakeholders to develop effective sustainability strategies.

By focusing on these capabilities, brands can enhance their marketing goals and contribute to a more sustainable future.

Suggestions for Enhancing Marketing Role

To enhance your marketing role in today's world, consider the following suggestions based on the findings of the paper:

• Conduct research to understand your audience's values and beliefs before investing in sustainability or CSR.
• Ensure that your brand values align with those of your stakeholders.
• Collaborate with stakeholders to achieve alignment of values.
• Ensure that your sustainability initiatives are relevant to your brand and audience.
• Communicate effectively to key audiences about your sustainability initiatives.